Revenue fears in Yorkshire cricket racism crisis
SANCTIONS LIKELY TO HIT COUNTY’S COFFERS HARD
YORKSHIRE County Cricket Club could lose out on more than £10million in commercial revenue due to the fallout from its handling of the Azeem Rafiq racism report.
The White Rose club has come in for fierce criticism after a report found former captain Rafiq was subjected to racist abuse, but nobody was handed any punishment and the language was dismissed as “friendly banter”.
It has led to severe consequences for the county.
First, several sponsors cut ties with the club. Then, the England and Wales Cricket Board (ECB) announced Yorkshire would be stripped of hosting international matches until the issue was resolved.
Not only has this damaged the club’s reputation, but the financial implications are massive.
The club’s latest set of accounts reveal the devastating impact the lack of sponsorship and international cricket could have.
In 2019, Yorkshire CCC earned the majority of its money – almost £10.5million – from international ticket sales and hospitality revenue. The loss of this main revenue stream could have a huge impact.
Yorkshire were due to host a four-day Test match against New Zealand in June 2022 and a oneday international against South Africa a month later. In 2023, Australia were due to visit Headingley for a Test match.
Meanwhile, sponsorship earned the club £3m in 2019.
Emerald Group Publishing have said they no longer want their name associated with the stadium.
Kit manufacturer Nike, shirt sponsors Anchor Butter, Harrogate Spring Water and Yorkshire Tea are also among those to have confirmed they are cutting ties.
It remains to be seen whether other commercial avenues could be affected, but domestic ticket sales and hospitality revenue (£1.1million) and subscriptions (£0.8million) could both take a dip too.
Jon Long, a former head of strategy at the International Cricket Council, said: “Yorkshire generates more money from sponsorship than a county like Essex or Kent, and the hosting of those international matches is the biggest differential.”
Yesterday, incoming club chairman Lord Kamlesh Patel said he has already started the process of speaking to the departed commercial partners and has made initial contact with the England and Wales Cricket Board - which he previously represented as a board member - regarding international hosting status.
“I don’t even want to think about the idea that this club is going to go insolvent and not be here,” he said.
“I have to believe this is going to be the best place on earth to play cricket and watch cricket. Otherwise what’s the point in me being here?”